Earlier this year, we shared our vision for transforming measurement from a reactive report card to a proactive performance engine. That momentum requires three elements working in harmony:
- A strong data foundation to fuel AI,
- Multiple signals to see the full picture, and
- Causal proof to drive real-world results.
Today, we’re announcing new capabilities across our measurement suite that can help you make better, faster decisions that drive business growth.
Unify your first-party signals to supercharge AI for your goals
To unlock AI’s full potential, you need a strong data foundation. We’ve spent years investing in tools like Google tag and Data Manager to simplify how you manage and activate your customer data. Today, we’re taking that commitment even further with three new enhancements to help you seamlessly unify your data across platforms and steer your AI toward profitable growth:
Break down data silos to boost AI-powered growth: We are directly integrating Data Manager into Google Analytics (GA) and Display & Video 360 (DV360), to help you manage and activate your first-party data across tools. Advertisers who connect offline and app data to Data Manager see an average 26% increase in incremental ROAS.
We’re also launching enhanced conversions in GA and DV360 to securely match customer data and improve ad relevance. Advertisers using enhanced conversions realize an average 11% increase in Search conversions compared to standard conversion imports.
Set up simple and secure data pipelines: To help you activate your data across more of the digital ecosystem, the Data Manager API is now universal. Based on the IAB Tech Lab’s Event and Conversions API (ECAPI) standard, the Data Manager API gives you a unified, secure setup to connect, manage, and activate your audiences and measurement across major ad platforms. And new built-in diagnostics in Data Manager can automatically identify and address data issues before they impact campaign performance.
Quantify short and long term value: Every new signal you share improves your performance today and builds even stronger results over time. That’s why we’re introducing a new Data Strength Uplift Metric in Google Ads. This metric calculates the additional conversions recovered by your first-party data setup to help quantify impact. Advertisers who build their data strength with Google tag gateway observe on average a 14% conversion uplift,
and over 20% uplift for their Demand Gen campaigns
.
